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McCann Scores With Cheese Ad

The California Milk Advisory Board will air a new 30-second TV spot during Sunday’s Super Bowl promoting its cheese. The ad, from McCann-Erickson here, uses a new tagline, “If it’s the cheese, it’s real California cheese,” replacing the long-running “Look for the real California. It’s the cheese.” “We need to help consumers make a stronger connection between California and cheese,” said McCann copywriter Tamara Birdsall. Using NASA footage from its Apollo 11 and Apollo 14 missions, the spot shows an astronaut telling mission control the moon really is made of cheese, but it’s not as good as California cheese. “That could’ve been one giant leap for mankind,” he laments. The spot will air in Denver and California markets. –Jane Irene Kelly